Behind the UX: Designing BigFundr’s Fintech Website for User Experience and Growth

The website came first.

Before there was an app, BigFundr needed a home–something clear, professional, and easy to understand. They were a new investment platform in Singapore, licensed by MAS, and preparing to go live. But at the time, there was no digital front door. No place for curious users to learn what BigFundr was or why they should trust it.

So we started with the website.

The goal was simple: build trust with new users in seconds. The execution took a bit more thought.

Why Finance UX Needs to Build Trust Immediately

BigFundr’s audience isn’t made up of seasoned investors. They’re speaking to people who are new to finance, unsure of what to expect and looking for something they can understand without digging through fine print.

When someone like that lands on your site, you don’t have much time.

They’ll scan the page, skim a headline and decide in seconds if it’s worth their attention. So our UX decisions had to support that moment.

We weren’t just designing pages. We were designing trust.

This is something we see often with fintech and finance brands in Singapore. Good UX creates early confidence and keeps people from dropping off. We broke this down further in this article on building trust and retention.

BigFundr’s old site didn’t help. It was a landing page with a few lines of text and a download link. No explanation. No real proof. No reason to stick around.

That’s where we stepped in.

Mapping the Right UX Flow for a Fintech Homepage

The first thing we did was plan the structure. Not colours, not fonts–just the information flow.

• We asked the same questions a user would ask: What is BigFundr?
• How does it work?
• Can I trust it?
• What should I do next?

Each section was designed to answer one of those. We broke it into clear, standalone blocks. One to introduce the product. One to explain returns. One to show credibility through MAS licensing, testimonials and press coverage.

We treated the site like a conversation. If a user kept scrolling, they’d keep finding the answers they were looking for.

This thinking is something we always encourage–don’t skip UX planning. It often saves time and costs later in the project. We explored that idea more in this article.

You can see how we applied this in the original BigFundr case study.

Micro UX Improvements That Made a Big Difference

Some of the most valuable improvements were also the smallest.

We rewrote every CTA. No vague prompts like “Learn more.” Instead, we used language that gave clarity. “Explore investment model” told users exactly what they were clicking into.

We fixed the mobile navigation so it stayed with the user. We turned long explanations into simple, step-by-step visuals. These weren’t complex changes. But they made the experience feel easier and more thoughtful.

This kind of UX thinking makes a real impact, especially for regulated or finance-based products. We covered this in more detail in this article on UX for investment platforms.

You can see how it all came together in the final portfolio.

Giving the Team Long-Term Control With Webflow

From the start, BigFundr made it clear they didn’t want to depend on developers every time they needed to change a button or launch a page.

So we built it in Webflow.

It gave the team full control to manage the site themselves. They could publish updates, test new ideas and grow the site as the product evolved. No delays. No bottlenecks.

That flexibility turned the website from a one-off launch into a long-term growth tool.

What started as a brand asset quickly became part of their internal toolkit–something the team could actually use, not just admire.

What We Learned From Designing for BigFundr

Once the website went live, we moved on to the app. Different format, different content, same approach.

The website helped users understand what BigFundr was. The app helped them take the next step.

That project came with its own set of UX challenges, such as onboarding new investors, simplifying financial concepts, and guiding users through key actions without creating friction. We wrote more about that process here.

What worked in both projects was clarity. Every UX decision was made with the user in mind. We asked what they needed to know, what might confuse them and what would help them take action.

That’s what made the product easy to use. And that’s what made the brand feel trustworthy.

If you're building a fintech brand, start with what your user needs to know. Map that out first. Then design the experience around it.

Let’s talk if you need help getting started.